What No One Tells You About Indie Publishing
But These Authors Will
As someone who’s publishing her debut dark romantasy this September, I can’t get enough indie recs. So I thought, what could be better than asking the urgent questions and sharing the answers from incredible indie authors, right here on Substack?
I’m so grateful to
, , , and for letting us all learn from their experiences and insights.💫 Your Author Journey
Tell us a little about yourself. How did you fall in love with writing romance?
Alyssa Jarrett, is a rom-com author based in the San Francisco Bay Area. “I’ve always loved writing stories, since I was a young child when I used the Storybook Weaver software to create fairy tales about my Beanie Babies. I started writing romance in 2014 when I came up with the idea for my current series. A decade later, I finally published my debut novel.”
Leslee Kahler started writing as a little girl “I would get ideas for stories and write them down. As a teenager I grew to love fantasy and science fiction and started writing fan fiction. As I loved history, and was getting a degree in world history. Then one day I just sat down and wrote my first historical-action-romance novel, set on post William the Conqueror history.”
Sienna Gypsy, “Growing up, school was a real struggle. I was undiagnosed with dyslexia and auditory processing disorder, which made English classes tough. In Year Nine, my English teacher actually loved one of my stories and encouraged me to take creative writing. But because of my challenges with spelling and other things, I decided it just wasn’t for me. It wasn’t until I was around 40 that I played around on Wattpad for fun — and I was shocked by how many people encouraged me to publish. That’s when Sienna Gypsy was truly born.”
Elizabeth Morgan says, “I have to confess I didn’t really get into reading until I was 16, but I’ve always been a huge fan of films, and I was raised on gothic and fantasy. I love getting lost in new worlds or imagining that the supernatural do live and move among us. I love playing in these worlds.“
🖋️Why did you choose indie publishing?
Alyssa Jarrett, “After a 6-month revise-and-resubmit (R&R) with a literary agent that resulted in a very sweet second rejection, I decided to go indie. I’m grateful for the query trenches for teaching me so much about the publishing industry. I took one day to throw myself a pity party and then I brushed myself off and went full speed ahead. I published my debut novel, Love Apptually, five months later!”
Elizabeth Morgan says, “. I didn’t have any luck with agents and so I started submitting to epublishers , and from 2011 until 2013 I was publishing under four different epublishers, which I was very thankful for, but the more I looked at Indie publishing the more appealing it became. I didn’t have any say over the covers my epublishers gave me – just as an example. I asked for all the rights back for my work and started on my self-publishing journey in 2013.”
Sienna Gypsy, “I never thought I would be picked up by a traditional publisher. I didn’t have the confidence in myself or my writing back then. Indie publishing gave me the chance to share my stories without waiting for permission or approval from anyone else. ”
Leslee Kahler, “I would say that Indie publishing picked me. Many of the mainstream publishers rejected my books because they were too long, too out of the mainstream idea, not erotic enough, or in one case “not enough spanking”. The moment was a while coming, it started with me posting beta ARCS on Inkitt, when I started receiving lots of positive feedback and was approached by a new publisher because of it, then I allowed myself to be excited.”
✍️ Publishing the Dream
How did you approach the publishing process—formatting, cover design, editing, ISBNs? What did you DIY, and what did you outsource?
Elizabeth Morgan, “The only thing I have done myself is write the book. Everything else I have hired someone to help me with. I’m not a cover designer, and I always need someone to read through my work before it’s published. I want the best possible version out there.”
Sienna Gypsy, “I work with a developmental editor and a line editor to polish the story and the writing itself. I also use ProWritingAid for extra editing help, and I rely on alpha readers and beta readers for honest feedback throughout the process. I write in Scrivener to stay organized”
Alyssa Jarrett, “I believe in building a village of experts because typically you get what you pay for. I’ve seen too many authors cut corners and screw themselves in the process. Yes, self-publishing can be expensive upfront, but as a small business, I believe in investing for the long-term, not the short-term. Formatting: If you use a Mac, buying Vellum is 100% worth the price tag. Save yourself a ton of headaches, and just get it. ISBNs: If you can afford it, pay for your own ISBNs because they’re necessary if you want distribution into bookstores and libraries. I saved a ton of money by getting the bulk pack of 100 because I am in this for the long haul.”
Leslee Kahler, “I made sure to have all my work formally copyrighted before submitting it to any publishers. “
🖤Which platforms did you use to publish (e.g., Amazon KDP, Ingram Spark, etc.), and why?
I find it interesting that despite the negativity Amazon receives and the constant calls for boycott, all four authors are on Amazon. In the end, it still seems to be the most effective platform for new authors.
Alyssa Jarrett, “My ebooks are exclusive to Amazon in the Kindle Unlimited program because it’s an accessible way for readers to discover new authors, especially in the romance genre. I’m wide with my paperbacks, and I distribute through IngramSpark. I also sell signed copies with swag on my Etsy shop.”
Leslee Kahler, “At the moment I am only on Amazon, till I become more well known. Amazon is in just about every country in the world.”
Sienna Gypsy, “I publish through Amazon KDP and Draft2Digital (D2D). I chose them because they don’t charge upfront fees to upload my books. It makes publishing accessible without a big financial investment, which was important for me starting out.”
Elizabeth Morgan, “Smashwords because they were good and easy to use and they send your work to all the big retailers like; Apple, B&N, Kobo etc. and Amazon KDP because Amazon is such a popular platform for readers to use.”
🎨Any favorite tools or resources that helped you through the publishing maze?
Elizabeth Morgan, “The Smash words guide on formatting was a life saver. I have no idea if they still publish it, but it helped me so much.”
Sienna Gypsy, “Scrivener for writing and organization, Pro-Writing-Aid for editing support, and my team of alpha readers and beta readers for feedback. On top of that, having a developmental editor and a line editor has been a game changer. I wouldn’t go without them now.”
Leslee Kahler “I recommend people putting Beta Arc’s on Inkitt for free reviews and to gain followers, especially as many of the Indie publishers I submitted to wanted to know how many followers I had before they would even read my manuscript. Pubby was also helpful to gain reviews, but you have to pay for it. “
Alyssa Jarrett, “If you want to self-publish, there are so many folks sharing a wealth of knowledge: David Gaughran for getting started, Tammi Labrecque for email marketing, Nicholas Erik for ads, and all the authors on the r/selfpublish subreddit. As for romance writing specifically, make sure you read Romancing the Beat by Gwen Hayes.”
📣 Marketing & Growing Your Audience
What was your marketing plan for launch?
Alyssa Jarrett, “I’m a marketer with 10+ years of experience, so planning a launch is my jam. Every book is different, but I recommend thinking like a journalist and figuring out why people would be interested in you personally and why they would want to read your story. Who are they, and how do they find their next book to read? Once you identify your target audience, you can decide your content strategy (aka the “what”) and your channel distribution strategy (aka the “where”).
The Glam Fam series is based in California, so starting hyperlocal and appealing to a regional audience has been important for me. And don’t limit yourself to book-related marketing opportunities either. My second novel, Love on the Rocks, is a rock climbing romance, so I hosted a signing at my local climbing gym!”
Leslee Kahler, “I did pay for All Author to post the book on their web site. All Authorwas recommended in Writer’s Digest, and I also found a list of promo sites that are legitimate on Reedsy and went through them all to see what they charged.”
Sienna Gypsy, “ When I launched my first book, I didn’t have an audience yet, so it was really hard to find readers to support the release. For the first book, I didn’t have a street team or an ARC team, but for the last two books, I did pull together ARC teams — and each launch grew a little bigger. Doing book events has helped a lot with marketing and sales, too.”
Elizabeth Morgan, “I have now learnt that there is more to a launch and to marketing then I originally though. My usual “plan” was announcing it on all my pages and sharing excerpts, a giveaway, maybe an add or two. That plan would definitely not be enough nowadays.”
🔥Which channels have worked best for your books—Instagram, TikTok, Substack, newsletter, paid ads, something else?
Elizabeth Morgan, “At a guess Instagram and Facebook, and that is with paid adds as well.”
Sienna Gypsy, “Instagram has definitely been my biggest platform so far. It’s where I’ve connected with the most readers and other authors. I’ve been trying to navigate TikTok, but it’s been a slow build — I’m just starting to see a little more traction there after about two years. I also launched my newsletter around the release of my second book, and while it’s growing slowly.”
Leslee Kahler, “I generally do three book blasts every week on Bluesky, Substack, Facebook and Instagram. And I use Canva to make little promo videos as well, which I post on TikTok.”
Alyssa Jarrett, “For me, as a quintessential Millennial and former journalist, that’s Instagram and Substack. Don’t get overwhelmed by the so-called experts who say you need to market everywhere and do everything. Start with a website and mailing list, build community on one social platform, and then branch out from there. You can read my rant on book marketing for more of my honest thoughts on the subject.”
📣Did you use any advanced reader copies (ARCs), influencer outreach, or swaps with other authors? What worked?
Alyssa Jarrett, “ARCs are crucial to get early reviews and build buzz around your book launch. I don’t hear about much success from sliding into random influencers’ DMs, but I currently use NetGalley and BookSirens, as well as my own signup form. Other indie romance authors have also seen success with ARC distribution service providers, which I refuse to call PR firms, because they’re not actually doing real PR.”
Sienna Gypsy, “I did use ARC teams for my second and third book releases, and that definitely helped get early reviews and build some excitement.”
Elizabeth Morgan, “I regret not doing ARCs. I think moving forward that will be something I will consider.
Leslee Kahler, “I didn’t have access to any ARCS as my publisher is too small to make any.”
👀Have you experimented with paid ads (Amazon, Facebook, BookBub)? What’s been worth it, and what flopped?
Sienna Gypsy, “I’ve experimented a little with BookBub ads and noticed a small increase in sales — not huge, but definitely some movement. I’ve also run some ads on Instagram, which gave me more reach and visibility, but not direct sales. Overall, BookBub has been more effective for actual sales, while Instagram has helped grow my audience and brand awareness.”
Alyssa Jarrett, “I don’t believe in doing paid ads until you’re several books into a series. That said, I continue to apply for BookBub featured deals, which are difficult to get, especially for KU authors. I also recommend promo stacking using vendors like Written Word Media whenever you’re hosting a Kindle Countdown Deal or free book promotion. Sales events are crucial parts of any marketing strategy!”
Leslee Kahler, “My publisher put adds on Amazon but they generated very few extra sales. So I generally do lots of book blasts and pay for one listing site (Allauthor) to help promo my book.”
Elizabeth Morgan, ”I have used Instagram and Facebook ads in the past. I haven’t seen a huge difference, but there was some traffic from them.”
❤️🔥How do you keep readers engaged after launch—especially in the slow in-between periods?
Alyssa Jarrett, “Launch day is just one day in the grand scheme of things, and keeping readers engaged is a lifelong process. Use seasonality to your advantage—for example, my rock climbing romance will be free on Earth Day. Continue pitching yourself to relevant podcasts and media outlets, and collaborate with other authors in your genre. The best way to expand your audience is to lean on the audiences of others.”
Leslee Kahler, “At the moment it is just sending out book blasts and posting information on pics on Inkitt, I have a lot of followers on Inkitt.”
Sienna Gypsy, “I try to stay connected by reposting content and engaging with the right people. I’ve found that newsletter drops and swaps help a lot with keeping the momentum going and reaching new audiences. I’m also looking into ways I can utilise Substack more to keep readers engaged in between book releases.”
Elizabeth Morgan, “I share about what I’m reading, or I will promote other authors books, because I believe we should support one another. I will share crazy thoughts, story ideas, pretty things, photos of my cats, excerpts, sales, giveaways… I have no idea if it keeps my readers engaged. It very much feels like I am screaming into the void sometimes and that’s because we’re fighting against the algorithm and trends. It's tough.”
💌 What’s your best advice for a romance author starting from scratch with no platform?
Sienna Gypsy, “My best advice would be to start advertising early — even before your book is finished. Share what you’re working on by posting teasers, little quotes, and graphics that match the vibe of your story. Start connecting with your audience from the beginning, and follow some booktok people to see what works for them. Engage with them, but also be authentic and let people see the real you. When I first started, I didn’t show my face because I didn’t want my family or friends to know what I was doing. But what I’ve found is that they’re actually proud of me, and showing my face has been a game changer for my platforms. Being open and real with your audience really makes a difference.”
Alyssa Jarrett, “Everyone has to start somewhere, but keep your expectations reasonable. I’m flabbergasted by how many people throw in the towel after a book or two. Most bestselling authors you know may look like runaway successes but have actually been grinding away for years or even decades. The only way you fail is by giving up.”
Leslee Kahler, “My best advice is to post a beta Arc, after you copyright your book, on Wattpad and Inkitt to gain free reviews and followers as well as feedback. Stayaway from Webnovel, I’ve had them try to steal one of my books, and Dreame is also bad unless you write teen angst books.”
Elizabeth Morgan, “Don’t be afraid to put yourself out there. Play around and see which platforms work for you. Share your work, your thoughts, your passions, and don’t pay attention to what everyone else is doing. You do you.”
✍️Did any tips especially resonate with you?
Do you have any follow-up questions?
🏹 Spotlight on The Books
Which book would you love readers to know about? What tropes, vibes, or spice levels can readers expect? (Give us the good stuff!) Where can people find your book? (Link it up!)
Alyssa Jarrett, “My Glam Fam series of Silicon Valley rom-coms stars a group of fashionistas and beauty experts, and the friends and lovers they meet along the way. Whether it’s satirizing the tech industry in Love Apptually or celebrating Yosemite in Love on the Rocks, I put so much of my own personality and values into these stories.
The third interconnected standalone in the series, Love and Paklava, coming June 17, is an Armenian bakery romance set in my hometown of Fresno. If you adore sexy chefs and strong, often unlikable heroines, you will fall in love with Tori and Vahe.
All of my books are explicit with 2-4 open-door scenes each. They are politically progressive and all feature childfree-by-choice main characters. Readers call them breezy and bingeable, and my favorite compliment is when they read a whole book in a single day.
The tropes: Love Apptually - Enemies to lovers, workplace romance, fish out of water, grumpy/sunshine, no third-act breakup. Love on the Rocks - Opposites attract, sports romance, only one van, generalized anxiety rep. Love and Paklava - City vs. suburb, bakery romance, she’s the grump, let’s make a bet.
You can find all my books at my website - Newsletter - and Instagram: @authoralyssajarrett
Leslee Kahler, ”The Taken is an action-paranormal romance that is fast paced with lots of action, as well as slow burn. Compared to many authors my stuff is slightly tame, so about a five out of 10 on a heat score. I have kissing and heavy petting and try not to be too graphic with sex scenes as I know from being a book seller a lot of people are offended by this. I write about damaged dark brooding heroes and the strong, slightly damaged heroines that love them and the perils they face together. I don’t focus on them hooking up so much as what happens after they do that tests their relationship, and how they fight it together.”
My shifter romance the Taken is here on Amazon. You can find me at: Goodreads- Inkitt - Has Arcs of all my works -Wattpad - Bluesky - Facebook - Allauthor.
Sienna Gypsy, “The book/series I’d love readers to know about is Angels of Fury, my Australian-based motorcycle series. It’s incredibly personal to me because, in a way, it’s my life on steroids. The characters face gut-wrenching decisions that mirror the struggles we all go through when we have to choose between the people we love and the things that tear us apart. At its core, it’s about trust — learning to open up to those you’ve been taught not to trust. It’s raw, real, and emotional, and I hope readers can feel the weight of those choices and find pieces of themselves in the characters’ journeys. The story is packed with tropes like enemies to lovers, second chances, protective MMC, found family, and dangerous secrets. There’s also a deep exploration of trust issues and healing from the past.
The spice level is around a 2 to 3 — there’s plenty of heat, but it’s more about the emotional connection and building that tension than anything too wild. Expect slow-burn moments that heat up when the time is right, with a focus on trust and loyalty. The vibe is gritty, intense, and full of heart, with plenty of twists that will keep you on the edge of your seat.
My books are available wide through Draft2Digital, so you can find them on platforms like Kobo, Apple Books, and many others wherever D2D distributes. They’re also available on Amazon. You can find all my links easily through my Linktree, which is posted on my Instagram! u. Sienna Gypsy author on TikTok and instagram Facebook group - preview.mailerlite.io/preview/749127/sites/109081628754576506/u… sienna-gypsy-107758.square.site
Elizabeth Morgan, Welcome to the Blood Series! Set in the shadows of modern-day London, Heather is the latest in a bloodline of Vampire Slayers. But unlike the Slayers who came before her, she different—she’s Infected. Born with the Vampire Virus but still human, Heather lives on the edge of control, relying on a strict blood-based diet to stay sane and alive. Everything changes the day she wakes up bandaged and dazed,only to find a Werewolf named Brendan Daniels in her kitchen. Thirteen years ago, Brendan made a promise to her psychic Grandmother, and now that she is dead, he's here to keep it. With only a cryptic warning and a letter from the grave, Heather is thrust into a race against time. She’s closer than ever to finding Marko Pavel—but the Vampires have plans of their own. Convinced that her DNA holds the secret to creating a superior species—Hybrids—Heather quickly finds herself entangled in a web of lies and betrayal. Caught in an intricate scheme spun by the person she trusts most and the ally of her enemy, she soon realizes she’s not the hunter anymore… she’s the pawn in a game she never even knew was being played.
The prequel, She-Wolf, is FREE to download from most online retailers, and you can get the first book in the series, Cranberry Blood, if you sign up to my newsletter.
Series Tropes: Internal struggle with identity Supernatural intrigue with high-stakes action Found family, loyalty vs. legacy Psychic bread crumbs Friends-to-lovers Slow-burn romance with fated mate’s tension.
Where can people find your book? Amazon- Apple - B&N
Newsletter - Website - Instagram: @elizabethmorganauthor Tiktok: @elizabethmorganauthor Facebook: facebook.com/AuthorElizabethMorgan
This was really, really helpful. Does anyone have a publishing and marketing calendar / to-do list they can share? So many great nuggets here but confusing for a first-time author. Thanks in advance!
Ugh!! THIS WAS SO HELPFUL!! thank you!